Results - Pick Ontario Freshness And Foodland Ontario
The Pick Ontario Freshness strategy was launched on June 21, 2007. Results since then include:
- At a 2007 Summer Roadshow, more than 1,300 videos were recorded of visitors singing the "Good Things Grow in Ontario" jingle. Total audience reach: 450,000.
- Every bus, streetcar and subway in Ontario displayed transit ads, reaching millions of commuters.
- More than 90 per cent of the target market (principal grocery shopper, aged 24-54) reached through the TV. They saw the commercials more than 24 times (to end of November, 2007).
- Fifteen commodity groups participated at the Grocery Innovations trade show, distributing more than 1,000 samples and making contact with more than 550 retailers.
Market research on the Foodland Ontario program says:
- 78 per cent of shoppers recall having seen or heard Foodland Ontario advertising in 2007.
- 94 per cent recognize the symbol.
- 84 per cent associate it with fresh Ontario produce.
- 87 per cent expressed a propensity to buy.
- 89 per cent believe it is a worthwhile government program.
- Radio ad sponsored by Foodland Ontario and the Fresh Vegetable Growers won a 2008 International Gold Award from ACE (Association for Communication Excellence in Agriculture, Natural Resources and Life and Human Sciences).
- $12 million in editorial value from newsletter, news releases and recipes.
- 150 television appearances in 2007 by Foodland Ontario spokespeople.
- At retail, Sobey's are on-board with putting the logo on meats and an expanded in-store program.
- Loblaw launched a new LOCAL program with Foodland Ontario promotional materials.
- Savour Ontario now includes more than 70 fine and vacation dining establishments who are committed to promoting local foods, serving and identifying Ontario food items on menu.